Developers rushed to updated and optimize their apps for iOS 7 and the iPhone 5s when they were released last month, though its quite interesting to see that none of the promotional materials for newly updated apps show the gold iPhone 5s, despite the fact that it was probably one of the most highly anticipated color offerings Apple was expected to announce. It seems that Apple doesn’t want developers to use the gold iPhone 5s in their promotional materials, instead opting to highlight the new color on its own.

Developers are provided product images with blank display areas where they can paste screenshots of their apps through Apple’s App Store Marketing Guidelines page. Images are of the most current products, and only a few color options are provided. The iPhone 5s, iPad Air and iPad mini are limited to space gray and silver. iPhone 5c to blue and white, and the iPod touch 5G to blue and space gray. Developers opting for custom photography or video are given strict rules to follow, the can only use the most current products in only the color options mentioned above, evidently no gold iPhone 5s. On the other hand, Apple has been extensively using gold iPhone 5s in its print and TV ads, so it really does seem that the company doesn’t want anyone else to use its latest color offering for marketing purposes.